Beer drinking during the Super Bowl

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With the NFL playoffs in full swing and the Super Bowl right around the corner, the Session wanted to take a deeper dive into one of America’s favorite beer drinking holidays–the Super Bowl!

According to a Nielsen study, beer sales in the United States typically spike during the Super Bowl and NFL playoffs. In fact, the Super Bowl is the second-highest day for beer sales in the country, behind only the Fourth of July.

During the week leading up to the Super Bowl, beer sales increase by as much as 37% compared to the average week. In the days leading up to the game, sales of domestic beer, such as Budweiser and Coors, typically rise by as much as 20%. Imported beers, like Corona and Heineken, also see a bump in sales, with an increase of about 15%.

Beer prices also go up around Super Bowl time! Super Bowl attendees at the most recent game in SoFi Stadium, Los Angeles were stuck paying as much as $17 for a beer as standard as a Michelob Ultra! We can understand if the brew comes with a special endorsement, an autographed poster, or something, but all that cash for a simple draft beer? Outrageous!

In addition to traditional beer sales like our sample Michelob, the consumption of craft beers also tends to rise during the Super Bowl and NFL playoffs. According to the Brewers Association, a trade group representing small and independent craft brewers, sales of craft beer increase by as much as 10% during the week leading up to the Super Bowl.

Altogether, the NFL playoffs and Super Bowl mark an excellent time for people to gather and drink some refreshing beer! Hopefully it will be as your favorite team is winning. For this Session writer, we are drinking our craft beer nicknamed “Fly Eagles Fly!”, hoping for victory.


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